Research on E-Commerce Marketing Strategies for Cultural and Creative Products of Shaanxi History Museum

博物馆作为一种实体的文化传播载体，不仅是增强人民对本民族文化自信心的关键要素之一，更是在国际舞台上诠释中华文化优秀之处的重要媒介。陕西这一地区占据着得天独厚的地理位置和历史文化资源，但是其历史博物馆在数字经济时代的发展中也不乏产生诸多问题，特别是线上文创产品的营销与销售多有不足。因此，在数字化电商平台经济迅速发展的局势下，推动陕西历史博物馆文创产品线上的创新发展是大势所趋更是必由之路。本文根据“文创 + 电商”的逻辑，对陕西历史博物馆文创产品的线上发展提出可行路径，促使其文创产品焕发新的生机与活力。 As a physical carrier of cultural dissemination, museums are not only one of the key elements to enhance people’s confidence in their own national culture, but also an important medium to interpret the excellence of Chinese culture on the international stage. Shaanxi Province enjoys a unique geographical location and rich historical and cultural resources. However, its history museum has also encountered many problems in the development of the digital economy era, especially in the marketing and sales of online cultural and creative products, which are often insufficient. Therefore, in the context of the rapid development of digital e-commerce platform economy, promoting the innovative online development of cultural and creative products of Shaanxi History Museum is an inevitable trend and the only way forward. Based on the logic of “cultural and creative products + e-commerce", this article proposes feasible paths for the online development of cultural and creative products of Shaanxi History Museum, promoting its cultural and creative products to regain new vitality and vigor.